مقاله سال ۲۰۱۶

Corporate communication activities are nowadays to a large extent conducted via the media (Ihlen & Pallas, 2014; Krotz & Hepp, 2011; Sriramesh & Verciˇ c, ˇ ۲۰۰۹; Verciˇ cˇ & Tkalac Verciˇ c, ˇ ۲۰۱۴a). These activities are planned and implemented to establish and develop relations with stakeholders, and through these relations, to influence the views and actions of key stakeholders.

Corporate media communication practices, including media relations, are changing and evolving (Ihlen & Pallas, 2014), and some practices that were viewed as quite marginal until recently now are gaining in importance. One such practice is owned media and media content production (Baetzgen & Tropp, 2013; Pulizzi & Barret, 2009). Owned content and media – mostly digital, but also electronic and print – are being produced to a greater extent by an increasing number of companies (Pulizzi, 2014).

Modern companies are developing individual owned media, along with increasingly complex systems of owned media, as an important component of integrated communication strategies. These new corporate media practices bring up a range of questions: Does the changing of companies into media producers signal a new phenomenon (Scott, 2007)? What are the effects and why is this happening now? And what relationship does this have to the existing media communication practices conducted as a part of media relations or corporate advertising practices?